We are in a creative business, but really -
Trusting in Trust.
we’re in a relationship business -
relationships with clients, with internal teams, with partners and with consumers. To be successful, and to build strong relationships, we need to start with trust. And trust falls don’t count.
At Fellow Inc., our process is based on the notion of building trust first. We get to know our clients, the brand, and the audience. We are always authentic, follow through on our promises, and deliver high-quality results every time. Building trust in this way allows us to drive brands towards authentic distinction, always looking out for the best interest of our clients and their consumers.
This isn’t dissimilar to how our clients' brands need to view trust with their consumers. People sometimes assume that longevity in the marketplace equals trust. However, it’s never too early for brands to start building trust with their consumers. It is multi-factored, and takes time and effort to build.
The work of Frances X Frei, Professor of Technology and Operations Management at Harvard Business School,. further dimensionalizes trust. According to her, “Trust has three core drivers: authenticity, logic, and empathy.
People tend to trust you when they believe they are interacting with the real you (authenticity), when they have faith in your judgment and competence (logic), and when they feel that you care about them (empathy).
Why does trust matter to brands?
In short, brand trust drives business. Nearly 90% of consumers surveyed across 15 global markets said they would pay more for, buy more from, recommend to others, and more freely forgive a brand they trust. Not surprisingly, brand trust and reputation are key factors in better engagement, higher usage and stickier retention. (Why Brand Trust Matters, Morning Consult)
So, in the words of Frei, “begin with trust.” It will pay dividends multiple times over, driving your brand and your business forward.